• 47.9%98,391 Males
• 52.1%107,018 Females

Largest group: Females at 52.1%

Largest group: 30-49 at 42.7%

• Less than secondary / high school36.3%74,563
• Secondary / high school graduate16.5%33,892
• Post-secondary vocational / technical training9.6%19,719
• Some college / university – no degree7%14,379
• Associate / short-cycle tertiary diploma3.1%6,368
• Bachelor's degree16.5%33,892
• Master's degree (MA, MSc, MBA, etc.)8.3%17,049
• Professional degree (MD, DDS, LLB, JD, etc.)1.8%3,697
• Doctorate (PhD, EdD)0.9%1,849

Largest group: Less than secondary / high school at 36.3%

• Married / Civil Partnership43.3%88,942
• Single / Never Married28.9%59,363
• Divorced7.9%16,227
• Widowed / Separated7.1%14,584
• Living with Partner (Cohabiting)12.8%26,292

Largest group: Married / Civil Partnership at 43.3%

• Millennials (born 1981–1996)35.6%73,126
• Gen X (born 1965–1980)25%51,352
• Gen Z (born 1997–2012)21.9%44,985
• Baby Boomers (born 1946–1964)14.4%29,579
• Silent Generation (born before 1946)3.1%6,368

Largest group: Millennials (born 1981–1996) at 35.6%

• Full-Time Employee41.3%84,834
• Retired14.5%29,784
• Student9.6%19,719
• Self-Employed / Contract / Freelance7.7%15,816
• Homemaker7.4%15,200
• Unemployed6.1%12,530
• Part-Time Employee4%8,216
• Disabled / Not Able to Work3.1%6,368

Largest group: Full-Time Employee at 41.3%

Largest group: Middle Household Income · €21,000 – €27,999 at 19.9%

Largest group: Lower-Middle Income · €9,000 – €12,999 at 19.6%

• Online / Mobile Banking Users18.1%37,179
• Debit Card Users16.8%34,509
• Credit Card Holders11.9%24,444
• Digital Wallet / Mobile Money Users10.7%21,979
• Personal Loan Holders7.4%15,200
• Home Loan / Mortgage Holders7.4%15,200
• Life Insurance Policy Holders7.4%15,200
• Stock / Equity Traders5.1%10,476

Largest group: Online / Mobile Banking Users at 18.1%

• Own Primary Residence56.2%115,440
• Rent Primary Residence13.6%27,936
• Live with Family Member(s) in Their Residence22.6%46,422
• Live in Student / University Accommodation3.4%6,984
• Other Living Arrangement4.2%8,627

Largest group: Own Primary Residence at 56.2%

• 23.9%49,093Apartment / Flat – with balcony or garden
• 23.6%48,477Detached House
• 14.2%29,168Apartment / Flat – no outside space
• 7.9%16,227Terraced / Row House / Townhouse
• 7.7%15,816Semi-Detached House
• 7.5%15,406Bungalow / Single-Storey House
• 6.2%12,735Condominium / Serviced Apartment
• 2.7%5,546Cottage / Farmhouse
• 2.5%5,135Dormitory / Hostel / Group Quarters
• 2.2%4,519Other Dwelling Type
• 1.6%3,287Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 23.9%

Largest group: 18+ Years (adult children) at 34.3%

• Household Head / Main Earner14.5%29,784
• Dual-Income Households14.4%29,579
• Household Budget Managers13.6%27,936
• Primary Grocery Shoppers12.7%26,087
• Single Parents9.6%19,719
• Children's Education Decision Makers7.5%15,406
• Grandparents Caring for Grandchildren6.3%12,941
• Multi-Generational Households5.6%11,503

Largest group: Household Head / Main Earner at 14.5%

• Household Service Decision Makers17.9%36,768
• Home Maintenance & Handyman Service Users14.5%29,784
• Plumbing Service Customers12.7%26,087
• Residential Cleaning / Domestic Help Users11.6%23,827
• Laundry / Dry-Cleaning Service Users10.6%21,773
• Electrical Repair Service Customers9.7%19,925
• Landlords & Property Managers8.6%17,665
• Air-Conditioning / Cooling Service Customers7.3%14,995

Largest group: Household Service Decision Makers at 17.9%

• Portuguese93%191,030
• Brazilian3%6,162
• Cape Verdean / Angolan / other Lusophone African2%4,108
• Other European1%2,054
• Other ethnic groups / minorities1%2,054

Largest group: Portuguese at 93%

• Lisbon23.8%48,887
• Porto17.3%35,536
• Braga8.1%16,638
• Setúbal7.9%16,227
• Aveiro6.4%13,146
• Faro4.5%9,243
• Coimbra4.5%9,243
• Leiria4.2%8,627
• Santarém3.7%7,600
• Viseu3.2%6,573

Largest group: Lisbon at 23.8%

Automotive

• 31.8%65,320Mass-Market Car Owners
• 19.2%39,439Car Insurance Policy Holders
• 11.1%22,800Electric Vehicle (EV) Owners
• 8.2%16,844Vehicle Service & Repair Decision Makers

Technology & Digital Usage

• 24.2%49,709Android Smartphone Users
• 11.6%23,827iOS Smartphone Users
• 10.1%20,746Generative AI & Chatbot Users
• 9.3%19,103Cloud Storage & Productivity App Users

Travel

• 20%41,082Frequent Domestic Travellers (3+ trips a year)
• 14.8%30,401Family Vacationers
• 11.2%23,006International Travellers
• 10.2%20,952Weekend / Short-Break Travellers

Lifestyle & Hobbies

• 12.4%25,471Gardeners & Home Growers
• 10.7%21,979DIY & Home Improvement Enthusiasts
• 10.5%21,568Nature & Outdoor Leisure (camping, picnics)
• 10.2%20,952Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)

Media & Entertainment

• 15.8%32,455OTT / Subscription Video Streaming Subscribers
• 14.6%29,990Linear / Pay-TV Viewers
• 13.7%28,141Free Ad-Supported Video Platform Viewers
• 10.3%21,157Music Streaming Users

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

• 28.9%59,363Non-Tobacco / Nicotine Users
• 25%51,352Wine & Spirits Consumers
• 15.1%31,017Beer Consumers
• 13.6%27,936Adult Tobacco Product Users

Consumer Electronics Ownership & Purchase

• 15.8%32,455Consumer Electronics Purchase Decision Makers
• 15.4%31,633Smart TV Owners
• 15%30,811Laptop / Desktop Computer Owners
• 11.9%24,444Major Home Appliance Buyers

Content Creators & Social Media Influence

• 22.1%45,395Casual Social Media Content Posters
• 15.1%31,017Short-Form Video Creators
• 11.3%23,211Long-Form Video Creators
• 11%22,595Photo & Visual Content Creators